Cadbury is celebrating its 200th anniversary ... It ends with the words: "There's always been a glass and a half in everyone.

In 2018, 'brand purpose' was the ANA's* Word of the Year. By the June 2019 Cannes Lions, 'purpose' was riddled with cynicism and accusations of woke-washing. Yet this case proves that, when purpose is ...

Why is this work relevant for Creative Strategy? Multi-market strategy is notoriously complicated. Interpretations of language vary. The priorities of mature and developing markets differ. Cultures ...